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The B2B sales is like a box of chocolates


The B2B Sales is like a box of chocolates. You never know what you're gonna get.-- Sudhir Kumar

The main point I was trying to get across without spilling any coffee was for B2B marketers to consider the difference between the traditional lead gen pipeline. Lead generation, as mentioned earlier, is a powerful tool, but it draws in all sorts of leads and sales tend to be individual and unconnected so you could say it’s good for reaching small businesses. Larger accounts demand a more structured approach

Now there has never been a one size fits all marketing strategy. No Industry is the same, every industry has different pain points, needs and target audience. Which is why fundamentally you need to decide which is best for your business.

Below, I’ve given just one simple example of how you could compare the two through the use of metrics versus influence.

Metrics or Influence

Let’s be honest when it comes to lead-based marketing the metrics look good on paper, but when you actually look into the detail it’s often not that impressive.

Clicks & Page Views

I’ve spoken about this in the past I feel that we place too much emphasis on them, we automatically assume that form fills or downloads are leads. Now, this may look great on paper and high in numbers but that's not taking into consideration is whether these leads are the right people from the right companies.

to decide which is best for your business.


Conversions are seen as a potential action e.g. when a prospect downloads a piece of content they have converted from a prospect (cold lead) to an MQL (warm lead) as they have taken action to interact with your business. What you don’t know is if they have consumed that content and again if they are the right people from the right accounts. If your conversions are coming from anywhere, then that’s a clear sign your lead gen is unfocused and your wasting time and money.


Now let’s get real. If you want leads you can buy a database and import that into your pipeline to get your numbers up and have a pipeline that looks great. But its quality you want not quantity. You may have a lot of leads at the top of your pipeline but how many will make it to the bottom? Remember, Forester reported a 1% conversion rate when it comes to traditional lead gen.


Don’t focus on the number of leads you have, focus on what matters, which is are you engaging with the key individuals in the accounts that matter.

In the B2B market,you should  being very specific about whom you want to talk with, and it’s a way for sales and marketing to align on the target.

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